As the 2025 League of Legends World Championship (Worlds 2025) prepares to begin in China, marking the 15-year anniversary of League of Legends (LoL) Esports, Riot Games has confirmed the full list of brands supporting the event. The tournament’s commercial lineup features a wide array of partners from the technology, finance, and automotive sectors.
The roster includes Amazon‘s cloud computing provider AWS; networking specialist Cisco; cryptocurrency exchange Coinbase; anime streamer Crunchyroll; the Esports World Cup; gaming peripheral maker HyperX; payment giant Mastercard; automotive manufacturer Mercedes-Benz; gaming hardware brand OMEN; gaming browser Opera GX; consumer electronics firm OPPO; energy drink leader Red Bull; gaming chair manufacturer Secretlab; and telecommunications provider Verizon.
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These brands will be integrated throughout the tournament’s operations and viewer engagement initiatives. Specifically, AWS will power the Pick’Ems prediction game and the Global Power Rankings, while Opera GX is powering the Co-Streamer Hub, which will feature over 100 creators. As revealed earlier September, returning sponsor Mercedes-Benz will support the Summoner’s Cup trophy delivery.
Riot has indicated that additional surprise viewer drops may appear during the broadcast from several partners, including Coinbase, Crunchyroll, Esports World Cup, Opera GX, and Secretlab. The collective involvement of these partners is set to bring what Riot describes as “new tech innovations, product features, rewards, merch, and more” to fans of the competition.
Also read: Riot Games outlines 15th anniversary plans for League of Legends Worlds 2025
Furthermore, media rights and distribution continue to be a cornerstone, with a detailed Twitch subscription model in place. Riot has confirmed that “a portion of the proceeds” from subscriptions will be allocated to the Global Revenue Pool, which “directly supports leagues and teams in the LoL Esports ecosystem.
A direct-to-consumer retail strategy, including the official Worlds merchandise and high-end collectibles, will further diversify revenue streams, demonstrating Riot’s focus on capturing value across every fan touchpoint—from the digital storefront to the physical product.
The League of Legends’ premier international competition draws attention from major brands not only for the tournament itself, but also for participating teams. It was demonstrated by two recent, rapid-fire announcements: the G2 Esports agreement with Lufthansa, which was revealed just one day after Gen.G announced a deal with Korean food company OTOKI, both closed specifically for the Worlds 2025.
